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Insurance companies and personal social media accounts - An invasion of privacy?

Admiral, one of the biggest car insurance companies in the UK, has caused controversy over their recent attempts to use social media platforms to examine certain personality traits of car owners.

Admiral, one of the biggest car insurance companies in the UK, has caused controversy over their recent attempts to use social media platforms like Facebook to examine certain personality traits of car owners. The insurance company then use this information as a way to determine the price of a customer’s insurance, and may use their Facebook account as justification for setting higher premiums. This new scheme predominantly targets first-time car owners to see if aspects of their Facebook page reflects traits that are associated with safe and sensible driving. The ability for companies to use online personal data from social media has ignited a debate about individuals’ rights to privacy online.
Should insurance companies be allowed to use data from social media as a way to analyse their customers or is this just an invasion of privacy?